*Research Scholar, Department of Marketing and Strategy, ICFAI Business School, Hyderabad, India.
**Research Scholar, Department of Marketing and Strategy, ICFAI Business School, Hyderabad, India.
Online published on 29 September, 2017.
Jennifer Aaker's (1997) scale is the most widely used tool to measure the personality of a brand. However, studies have revealed that this scale is specific to the USA and may not be an appropriate tool in other countries. Therefore, it is imperative to check the validity of this scale before using it in different countries. The main objective of this study is to validate the scale in the Indian context. The study was conducted on the widely used mobile brand “Nokia”. A factor analysis of the responses revealed that Aaker's scale did not hold true in the Indian sub-continent.
Aaker's Scale, Brand Personality, EFA
